What do we know about buyer–seller negotiations in marketing research? A status quo analysis

The main objective of this study is to provide an overview of the current status quo of negotiation research in marketing. In this context, we first conduct a quantitative analysis of existing literature on buyer–seller negotiations. Specifically, we undertake a screening of 10 high-ranking marketing journals so as to identify the body of negotiation-related articles within marketing. In a next step, the identified articles are subjected to both content and co-citation analyses. To this end, we modify the interaction model of the IMP Group in order to comprehensibly structure the existing findings. In a last step, these findings are presented to various negotiation experts to verify their practical relevance. From this multi-step procedure, we derive sound implications for research and practice.

► We provide an overview of the current status quo of negotiation research in marketing.
► We conduct quantitative and qualitative analyses on existing marketing literature.
► Our journal screening identified only 78 papers addressing this research area (0.51%).
► Many issues concerning negotiation have already been taken into account.
► The negotiation-related studies and their research foci coexist fairly independently.